Internet Advertising and Promotion

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Internet Advertising and Promotion
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Advantages of the Web

• 24 hours a day/ 7 days a week
• world-wide market
• customers seek you
• cheap/easy way to
  distribute
  information
  about products

• Disadvantages
• perishable goods (Pasties, Burrito Express)
• localized goods and services
• crowded marketplace
• impersonal

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The Consumer View

• HCI
• Cheap and Easy
• Non-invasive
• Give me Information
• Global Competition will force prices down
• Offended by Poor Web Sites

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Purpose of Business Web Site

• sales
• give customers information
• gather customer information
• educate people about a product
• create a liking for a product
• create an image for the product
• have a web presence
• another way to reach customers in addition to
  your traditional means of promotion

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What Information Goes on a Business Web Site?

• Contact Information/Location
• Logo
• Visuals
• Product/Service Content
• Databases

• Sales/Ordering/Price
• Promotion
• Entertainment
• Counters/Links/Banners...etc
• Extended product information
• Value added/free information

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Critical Success Factors

• Geurrilla Marketing Online Weapons, J.C.
  Levinson, C. Rubin, 1996.
• Three Steps to Online Success
• Seek online visibility Cyberspace is dark and
  crowded..
• Build online credibility distinguish your
  business from the bad ones, pack as much useful,
  noncommercial information into them as
  possible..
• Nurture online relationships overcome anonymity
  and build trust.

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Critical Success Factors (Guthrie, Overoye,
Gaskins - SIGCPR 1997)
Creating Hits Search Engines Cross Links, Mirror
Sites Novelty Indexing, Meta-tags Traditional Ad.
Channels Content Product Information Company
Information Culture, Style, Look and Feel Free
Product Communication Chat, Purchace, Links,
Surveys, Change, Feedback, Entertainment,
Traditional Promotion
AIDA Model Awareness Interest Desire
Action
Ellsworth (1995)
Visit the Page Activity Interactivity
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Critical Success Factors (Schwartz)

• Webonomics, E. I. Schwartz, 1997.
• Nine Essential Principles for Growing Your
  Business on the WWW
• The Quantity of People Visiting Your Site is Less
  Important Than the Quality of Their Experience
• Marketers Shouldnt be on the Web for Exposure
  but for Results
• Consumers Must be Compensated for Disclosing Data
  About Themselves
• Consumers Will Shop Online Only for
  Information-Rich Products

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Critical Success Factors (Schwartz contd.)

• Self-Service Provides for the Highest Level of
  Customer Comfort
• Value-Based Currencies Enable You to Crete Your
  Own Monetary System
• Trusted Brand Names Matter Even More on the Web
• Even the Smallest Business Can Compete in the
  Webs Global Marketspace
• Agility Rules - Web Sites Must Continually Adapt
  to the Market

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CSFs From the Online Experts

• UpstartCanada.com - Planning, Systems, People,
  Resources
• Ethos Europe - find-able, clear, added value,
  confirmation ..end to end process.
• CyberSource interview CEO William S. McKiernan -
  outsource

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Levels of Web Presence

• Listing (Chamber of Commerce)
• Store Front
• Catalog (LLBean, Lillian Vernon)
• Virtual Store (Egghead, Amazon)
• Online Presence (Harley-Davidson, Sony, BMW
  Films, Coke)
• Malls (Internet Mall, IMall)
• Customer Intranet (Ziff Davis)

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Business Mission

• Is your market on-line?
• Is a website a technological necessity?
• Busines Niche
• Why is your business a success?
• What are your strengths/weaknesses/distinguishing
  features?
• Can you fill the same niche in cyberspace, can
  you distinguish yourself in cyberspace?
• Is your purpose to compete and can you do it?

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Demographics

• Geogia Tech Internet Demographics Survey
• Nielson
• US Census Bureau
• Gartner Group, Target Marketing..etc.
• Guestbooks
• Surveys
• Hits/Traffic
• Orders

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Promotion - Traditional

• Freeway Billboard
• Radio
• TV
• Print Advertising

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Technological Promotion

• Banners
• Cross Links
• Search Engines
• Meta Tags
• Cookies
• Email/Spam/Usenet
• Free/Contest/Promo
• Incentives for Online Buyers

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Costs - Website

• Technical Costs
• set up/hosting
• registering domain name
• registering URLs
• development/test
• Life Cycle Costs
• business plan
• product/service
• promotion

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Set Up/Hosting

• 650K vs. 350K
• Cheap Hosting - (http//www.hostpile.com/)
• Best Hosting - (http//www.nvision.com)

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Register Domain Name

• InterNic, Network Solutions
• Now most hosts will do this for you.
• Dotster.com
• Cheap Domain Name Registration
• Need that IP Number!!

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Costs - Search Engine Registration

• Submit-It
• Search Engine Registration (http//www.submit-it.c
  om (99/3 URLs anually)
• Search Engine Optimization (http//www.freemoneyse
  rvices.com/)
• Expert Help (Did-It)
• InfoWorld.com

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Secure Commerce

• SmartCard (http//www.Mastercard.com)
• Cybercash (http//www.cybercash.com)
• Digital Wallet, Cyberwallet
• Netscape (SSL, SET)
• Order Easy

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Life Cycle

• What is the life cycle for a Web design project?
• Traditional
• Prototype
• Test
• Load
• Usability
• Security
• Privacy

Then Live Test!!!
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Success/Failure
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International Considerations

• Being Prepared
• Trade/Tax Issues
• Shipping Issues
• Accessibility
• Language
• Culture
• Mirror Sites

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The Future